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策略是什么?为什么它不只是任务清单?

What Is Strategy? Why It's More Than a To-Do List

As the VP of marketing, I had it all figured out.
担任营销部副总后 我明白了一切
I could execute on any marketing plan sales handed to me,
我可以执行任何交到我手上的营销计划
no matter how complex.
无论这些方案有多么复杂
So when my CEO called me into his office
所以当首席执行官叫我进他办公室
to discuss our strategy for the next 18 months,
讨论未来18个月的策略时
I was ready to get started on the next big thing.
我已经准备好接手下一个大项目了
He outlined two complex plans, and asked,
他概述了两个复杂的计划 并问
“Can you pull off both?”
“你能都完成吗?”
I reassured him,”Yeah, of course we can do that!”
我让他放心 “是的 我们当然能做到”
He paused for long, agonizing and then the yelling began:
他停顿了很久 痛苦地吼到
”Executing both of these strategies would
“这两种策略都执行
put us out of business.
会让我们破产
You don’t have a clue about what the purpose of marketing is.
你根本不知道营销的目的是什么
All you’re doing
你所做的
is executing a series of tasks
只是在执行一系列任务
like they’re a big to-do list.”
就像完成长串的任务清单一样”
”You’re dangerous as the head of marketing.”
“作为营销副总你很不称职”
While the case can be made that my CEO was a jerk,
虽然我的首席执行官可能是个混蛋
he did challenge me.
但他确实对我提出了挑战
I was doing a lot of marketing ”things”.
我做了大量的营销“工作”
but why was I doing them?
但我为什么要这样做呢?
The truth is … most companies don’t have a strategy.
事实上…大多数公司都没有策略
They view strategy as a set of performance metrics and goals.
他们把策略视为一组业绩指标和目标
But strategy doesn’t just define what you do …
但是策略并不仅仅规定你做什么……
it’s as much about what you don’t do.
同样重要的是你不做什么
According to Richard Rumelt,
根据理查德•鲁梅尔特的说法
a strategy requires three key elements:
策略需要三个关键要素
First: A diagnosis that defines the challenge.
首先 用来阐明挑战的诊断
It’s a realistic understanding of the current state of business and market.
即对商业现状和市场现状的实际理解
Second: A guiding policy for dealing with the challenge.
第二 应对挑战的指导性方针
A policy directs action while also ruling out other approaches.
方针指导行动 也排除了其他方法
And third: It’s a set of coherent actions to accomplish the policy.
第三 一系列连贯的行动达成方针
This is how you overcome the complexity
这就是如何解决
and conflict that plagues most companies.
困扰大多数公司的复杂矛盾的方法
So, let’s say an ecommerce company finds that
所以 假设一个电子商务公司发现
monthly sales are falling.
月销量正在下降
They decide to focus on improving the average cart price.
他们决定专注于提高购物车的平均价格
They make a plan to set a dollar threshold for free shipping
他们制定了一个为包邮设定消费门槛的计划
and add a related items module to product pages.
并在产品页增加了相关产品模块
While simple, the example defines the problem,
虽然这例子简单 但它明确了问题
clarifies direction, and outlines the key action.
阐明了方向 规划了主要行动
Marketing’s role is to help accomplish the strategy
营销的作用就是帮助实现策略
to come up with tactical executions and test hypotheses.
提出策略执行并检验假设
But the strategy is the north star —
但策略才是北极星
it’s foundation for building a plan that is both focused and achievable.
它是建立一个既重点突出又可实现计划的基础

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视频概述

市场营销不仅仅是完成任务,还要清楚如何制定营销策略。

听录译者

收集自网络

翻译译者

Marie

审核员

审核员CL

视频来源

https://www.youtube.com/watch?v=z25lC85v9Zw

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